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The Ginsu Knife of Journey Mapping
Remember the Ginsu Knife? It sliced and diced its way into infomercial gold back in the ’70s. Customer journey mapping is poised to do the same for companies bent on becoming customer-driven...
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Forrester: Get Creative with Your Personas, Customer Maps
The customer is the center of attention these days, like a child at his birthday party — so many options! To understand the customer’s choices and temptations, marketers utilize personas and journey...
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Three Big Myths That Keep You From Being Customer-Centric
Everyone, it seems, has jumped on the customer [insert favorite objective here] bandwagon. Articles, studies and best practices abound, each heralding the financial benefits of aligning your...
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Marketers Say Real Time, Customers Say Deliver
In 1996, inexpensive personal computers coupled with easy access to the Internet provided customers with increased access to information about products and services as well as the brands that deliver...
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Customer Journeys Trump the Traditional Sales Cycle
While pointless debate continues in organizations as to who “owns” the customer experience (the customer, of course!), the responsibility for nurturing and shepherding the continuous customer...
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Connect the Content Marketing Pieces with Taxonomy
Has your company embraced content marketing? Have you migrated your team of copywriters to writers, your press releases to blog posts? Are you in the process of forming exploratory committees and...
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It’s Time for Sales to Embrace Content Marketing
Effective content marketing can revolutionize the way we sell. The Corporate Executive Board (CEB) reported that 53 percent of organizations select and stay with a vendor based on sales experience over...
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What’s the Real Deal with Marketing Content?
Talk to any marketer today about her demand generation strategy and she’ll regale you with stories of the magical properties of content.It’s consuming increasing amounts of money, according to a recent...
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Personalized Content: Nice in Theory, Challenging in Practice
Amid the intense focus on vehicles for marketing — social media, omnichannel merchandising and what have you — heightened interest in content and its role in marketing is a welcome development. Perhaps...
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B2B Buyers Need Great Content, Not Fireworks
From a host of breathless blog posts and enraptured articles, we all know what a B2C customer experience is supposed to look like: the customer enters a store and is immediately whisked away to a world...
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Storytelling in the Mobile Millisecond
“Wrong number,” says a familiar voice. Lost my wallet, found my desires. Sounded much better in my head. I should have brought a GPS. What do these sentences have in common? They’re all six words long....
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How to Build a Content Marketing Program from Scratch
A lot can change in a year. One year ago, I was the lone attendee from SAP at Content Marketing World 2013. We were looking for a way to create content that would resonate with our target audience and...
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